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What is the relationship between system dynamics and strategy? This question has occupied much of my career. I review some personal milestones that have brought me to my current view of the complementarities and differences between business dynamics (the branch of system dynamics for modelling firms and industries) and contemporary strategy. John Morecroft is Senior Fellow in Management Science and Operations at London Business School where he teaches system dynamics, problem structuring and strategy in MBA, PhD and Executive Education programs. He has served as Associate Dean of the Schools Executive MBA and co-designed EMBA-Global, a dual degree program with New Yorks Columbia Business School. He is a leading expert in strategic modeling and system dynamics and has written numerous papers and journal articles. He has co-edited three books and written a system dynamics textbook Strategic Modeling and Business Dynamics (Wiley 2007). He is a recipient of the Jay Wright Forrester Award of the System Dynamics Society and a Past President of the Society. His research interests include the dynamics of firm performance and the use of models and simulation in strategy development. He has led applied research projects for international organizations including Royal Dutch/Shell, AT&T, BBC World Service, Cummins Engine Company, Harley-Davidson, Ericsson, McKinsey & Co and Mars. Before joining London Business School he was on the faculty of MITs Sloan School of Management where he …